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Thesis/Dissertation Collections
1992
A Case study: The Queen Sirikit national

convention center
Nongluk Pongcharoenkiat
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Pongcharoenkiat, Nongluk, "A Case study: The Queen Sirikit national convention center" (1992). Thesis. Rochester Institute of
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A CASE STUDY:
THE QUEEN SIRIKIT NATIONAL CONVENTION CENTER
By
A Project
Faculty of the
School
of
submitted
Food, Hotel
to the
and
Travel Management
at
Rochester Institute
in
partial
fulfillment
of
of
Technology
the requirements
for the degree

of
Master
of
May,
Science
1992
FORM I
ROCHESTER INSTITUTE OF TECHNOLOGY
School of Food, Hotel and Travel Management
Department of Graduate Studies
M.S. Hospitality-Tourism Management
Presentation of ThesislProject Findin2s
Name:
Title
Date: 5/18/92SS#:
ofRese~ch: ~_A_CA_S_E_S_T_UD_Y__T_H_E_Q~U_EE_N_SI_R_I_KI_T_N_A_T_IO_N_A_L_C~O_NV_E~N~TI~O~N~
__
CENTER
Specific Recommendations: (Use other side if necessary.)
Thesis Committee: (1)

(2)
OR
Faculty Advisor:
Edward Stockham, Ph.D.
(3)
Mr. Edward Steffens
Number of Credits Approved: _----.;;3
!l/W2
Date
5I
Committee Chairperson's Signature
hi /92-
Date
(Chairperson)
Mr. Edward Steffens
Department Chairperson's Signature
Note: This form will not be signed by the Department Chairperson until all corrections,
as suggested in the specific recommendations (above) are completed.
cc:
Departmental Student Record File - Original
Student
39
TABLE OF CONTENTS
Page
LIST OF TABLES
CHAPTER I. INTRODUCTION AND STATEMENT OF THE STUDY

Introduction
Historical Background
Problem Statement
Purpose
Scope
and
Limitations
CHAPTER II. REVIEW OF LITERATURE

Major Considerations in Site Selection
Major Considerations in
Property
Selection
Hotel Versus Convention Center
6
8
12
CHAPTER III. METHODOLOGY

15
Data Collection
Purpose
of
Designing the Questions
16
CHAPTER IV. TABULATION AND ANALYSIS
Building
Details
Building
Facilities
of
the QSNCC
Convention Center Equipment
19
21
22
Building
Utilities
22
Security
&
22
Safety
Competitor Analysis
23
Central Plaza Hotel
23
Shangri-La Hotel
31
Comparison
36
Page
Problem
of the
Queen Sirikit National Convention Center
39
CHAPTER V. CONCLUSION AND RECOMMENDATIONS

Conclusion
44
Recommendations
44
APPENDIX A. DETAILS OF INTERVIEWING
47
APPENDIX B. CAPACITY AND FLOOR PLANS OF THE QUEEN SIRIKIT

NATIONAL CONVENTION CENTER
62
APPENDIX C. CAPACITY AND FLOOR PLANS OF THE CENTRAL PLAZA
69
HOTEL
APPENDIX D. CAPACITY AND FLOOR PLANS OF THE SHANGRI-LA
76
HOTEL
81
BIBLIOGRAPHY
IV
ABSTRACT
In the past,
in the
or
most of
the meetings and conventions were held
decided to
Center"
that offered the same range of services as the
(QSNCC)
Thailand
when
meetings and convention
and the
the QSNCC
committees
in 1989
Mutual Fund meeting in
to encourage the growth of the
The QSNCC
Her
Majesty
60th
birthday
named after
her
celebrate
services and
facilities
of the
the Bangkok Convention Center owned and
QSNCC
government
auspicious
August 12, 1992.
Grand Ballroom
owned and
QSNCC
and
the competitors
located in the Central Plaza Hotel
located in the Shangri
La Hotel, the
problems of
are
Size
and
facilities
are
limited to the World Bank
2.
Ceiling height in building C
3.
Catering
service
is limited
4. Too few breakout
5. Convention
7. No hotel
8. Terms
Therefore,
the
and
to
committee.
D is too low to hold
less than 1,000
an exhibition.
participants.
sessions are available.
service managers are not provided.
6. Price is high
customers
is currently
fitting monument to
After considering the

which are
of
industry in Thailand.
the Queen of Thailand, is a

on
from the World Bank
got approval
holding the World Bank and the International
October, 1991. The purpose
falls
hotels. The Thai
"The Queen Sirikit National Convention
construct a convention center named
to be the host in
the
convention centers
luxury hotels in Bangkok because Thailand had no independent convention centers
facilities
which
in
when compared
space
is
to
available.
of management contract
QSNCC
competitors.
should
be
to come and use the QSNCC.
is too
changed
in
short.
various ways to encourage potential
LIST OF TABLES
Page
Table
1. Comparison
of
International Conventions Held in Thailand 1988-1990
2. Per-Person Square Footage Calculations
3. Basic AV Equipment
11
4. Schedule
16
of
Interviewing
5. Equipment Comparison
6. Total
of
Three Convention Centers
Capacity of the Queen
Plaza Hotel
and
37
Sirikit National Convention Center, the Central
the Shangri-La Hotel
38
CHAPTER I
INTRODUCTION
Currently,
According
has been
were
industry in Thailand is growing rapidly.

Thailand, it
to the statistics on conferences held in
increasingly
selected as venue
428 international
participated
conventions
in international
foreigners. The
year.
the meetings and convention
(Table
conventions classified
The Thai
were
85,659
into 42,427 Thai
increased
In
that
Thailand
1990, There
persons who
43,232
nationals and
by 30% from the previous
Authority of Thailand (TAT), 1991)
government realized
that the expansion of the meetings and convention
industry reflected development in the hospitality industry.
In
the Tourism
Authority of Thailand, it was determined that the
groups were
in the
range of
days. Furthermore,
found
conferences.
held in Thailand. There
total number of foreign participants
(Tourism
1)
for international
was
1-100
persons.
The
the expenditures/person/day
foreign
survey
prepared
size of most of the
duration
average
for
a recent
by
foreign
of an event was
3.66
participant averaged
140
US. dollars. This is broken down into 37 US. dollars for accommodation, 19 US.dollars
for
food,
14 US.dollars for local transportation, 51 US.dollars for shopping, 6 US.dollars
for entertainment,
and
13 US.dollars for
It is important to
needs,
note that the
miscellaneous.
money
spent
(TAT, 1991)
by participants for their personal
services and pre or post convention vacations are a major part of
financial impact
of
the growing of hospitality
communities as a whole.
The
hospitality industry
meetings and convention market so
and amenities
to the
industry on hotels,
customers.
long
as people
will continue
in this
other
the overall
facilities,
to benefit
industry
and
from the
provide good services
00
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Historical Background
In the past,
in the
or
most of
luxury hotels in Bangkok because Thailand had no independent convention
facilities
analyze two
Convention
that offered the same range of services as the
famous
Center"
center owned and
and popular convention centers
owned and
facilities to
from the World Bank
approval
and the
located in
hotels. This
the Central Plaza
accommodate to the
committees
(QSNCC). The
purpose of
meetings and convention
the
Hotel,
birthday which
of
falls
needs.
in 1989 to be the host in
Chatichai Choonhavan
will
the convention
in hotels
which
got
holding the World
government
decided to
"The Queen Sirikit National Convention
QSNCC is currently to
Center"
encourage the growth of the
Thailand, is
on
study
When Thailand
clients'
The Queen Sirikit National Convention Center (QSNCC),
Majesty the Queen
and
of them are
International Mutual Fund meeting, the Thai
construct a convention center named
case
centers
in Thailand, "The Bangkok
located in the Shangri-la Hotel. Both
provide services and
Bank
the meetings and conventions were held in convention centers
August
its
gave
fitting
monument
12, 1992. The

approval
to
Her
to celebrate her auspicious 60th
government under
build this
named after
the name of General
convention center
in November,
1989.
The QSNCC
1991,
of
35,000
space and
more than
convenient
10,000
people.
20
month
span, November
1, 1989
to June
30,
square meters of exhibition area and
is
capable of
The QSNCC is located right in the heart
of
holding
Bangkok
which
is
to both transportation and accommodations.
The design
Company
over a
to 90 million US.dollars. It consists of 65,000 square meters
with a cost equivalent
floor
design
built
was
of the
QSNCC
which was picked
was undertaken
by the
seeks to represent and
by the Bangkok
based Design 103
former Finance Minister Pramual Sabhavasu. The
blend the
modern and ancient aspects of Thai architecture
and
culture,
also
has
artists
which
displays Indian, Khmer Mon
a collection of more than
in
various
fields. The Thai
1,000
main purpose of the
the 46th Annual Meetings
International
of
art pieces created
QSNCC in the
Monetary Fund in October,
space
it
also to use
by contemporary national
only to
promote
as a showcase
for Thai
1991. Thailand
committees
according to the
the
QSNCC in
culture.
beginning was to hold what was
the Boards of Governors of the World Bank
meeting from the World Bank
meeting
Chinese influences. The QSNCC
government wishes not
using high technology equipment, but
The
and
got an approval
in 1989. Thailand
rules and conditions of
Group
for
called
and the
holding the
was asked to provide
the World Bank committees.
At the time, Thailand only had the Bangkok Convention Center in the Central
Plaza Hotel to
accommodate
decided to build
the
director
the convention center on
general of the
Bhukkanasut to be the
an
important
the World Bank meeting. The government,
role
its
The
own.
Ministry of Finance appointed
Ministry Finance's Fiscal Policy Office,
vice chairman of
therefore,
Mr.Nibhat
the center's organizing committee. He also
in encouraging the World Bank
committees to come to
had
hold their
meeting in Thailand.
The
recorded
every
success of
in the
world's
venture
and
already.
Hong Kong
and
and
the
Holding Co.,Ltd.,
the management team
contract, recently.
Minister
of
the
of
the show. N.C.C
House group, Starbloc (a huge
Singapore Convention
World Bank meeting,
success of the operation must go to
Company whose team ran
between Banchang Land

Ekamai
Credit for the
in October 1991 is
involved in this meeting, especially the N.C.C
Development
housing developer),
as
history
organization which was
Management
the World Bank and IMF meeting
holding
and
and
New
World, (which
Finance, Mr. Suthee Singhasaneh,

and
they
joint
real estate and
manages the
Exhibition Center). From the
QSNCC for 5 years,
is
success of
assigned
the
N.C.C
signed a management
Problem Statement
The
problem of the
the World Bank

needs of the
have been
and
QSNCC is that its
International
World Bank
facilities
were
designed to
support
Monetary Fund Meeting only. They are limited to the
committee.
changed to serve the
size and
We
believe,
international
after the
meeting, the QSNCC
should
standard of exhibition and convention
markets.
Purpose
The
purpose of this case
the QSNCC and
help
identify the design and service problems
suggest appropriate solutions.
the government and the
weaknesses of
study is to
the
QSNCC
management
which will
After this
company
case
study is completed, it
This
and
case
benefit them in
service their potential
customers'
compared
Limitations
study
to
its
will
focus
on
competitors
the design and service problems of the QSNCC when
in Thailand
will
identify the strengths and the
needs.
Scope
of
and will suggest appropriate solutions.
CHAPTER H
REVIEW OF LITERATURE
The
expectation of
the meeting planners are
They consider the
successful meetings.
meeting goes,
and the planners
meetings
produce.
price, to
they
obtain the
(Renaghan
are set
and
up to
have to be
basic
not
are evaluated
Meeting planners will
on
the
facilities according
convention
themselves
focused
give
space
to
according to the
up many
product
but
how
on
well a
success of
attributes,
the
including
combination of attributes that ensures a successful meeting.
Kay, 1987,
67) Many meeting planners expect that convention
p.
make their job easier.
concerned with the
They can
concentrate on
things around it.
the program, and do
centers
not
(Waldrop, 1986)
Major Considerations in Site Selection

Meetings
for the
and conventions are
big business and represent a major economic gain
communities where the meetings are
as either
educational,
committee or
business
such as a
board meeting;
continuing
or an annual
meetings with an exhibition.
degree
by
the
education
meeting,
course;
often
to choose a site
following
fixed
Meeting Size
2. Organizational Characteristics
3. Transportation Accessibility
4. Cost
Generally,
meetings can
business,
combining
be
classified
such as a
educational and
(PCMA, 1988)
According to Weissinger, (1992),

are controlled to some
held.
for meeting, meeting
considerations:
planners
Meeting Size
The
size of the
For
selection.
point
very large meetings,
hotels
few
is how many hotel
Therefore,
and exhibition
small-and medium-sized
Only a
site selection.
meeting
there
meetings,
be
size
places can accommodate
is
not
to a very
rooms are available and where
participants must come
must
is important because it may
they
from many
the
major consideration
large
are
places
affect site
meeting.
located in
The
a city.
meeting
major
For
to join the meetings.
enough rooms available and accessible transportation
and the convention center or
in
between
site.
Organ izational Characteristics

Some
selection
is
Some
not necessarily.
their meetings through them.
choosing the
and
must
transportation for
spread out
in
organizations pick a
This way,
site that can accommodate
Transportation
There
hold their meetings
organizations always
at
limited
an organization
its
the same place therefore site

number of sites and rotate
may have
few
in
size of meetings.
Accessibility
be
adequate transportation
attendees
several
hotels
to the meeting site and adequate
during the meeting.
In
large meeting
within an area and must get
where attendees are
to the convention center for
meeting sessions, choosing
a site with public transportation and available
important.
buses to
Renting
options
shuttle
run
between those
properties
is
parking is
an option.
Cost
When planning the meeting
meeting.
A meeting
planner
transportation, lodging,
choice
in terms
of cost.
meeting
has to carefully
and meals
in
planner
has to be
calculate costs
determining
whether a
for
aware of the cost of
air
travel,
meeting
site
ground
is
a sensible
the
Major Considerations in
After
choose a
meeting
property
be lodged.
planner selected
where
Actually,
Property Selection
the
site
the meeting sessions
site selection and
of Function
2. Audio
3. Food
be held
will
property
following factors are primarily considered when

1. Size
for the meeting, the
and where
selection occur at
selected a
next
step is to
the attendees will
the same time. These
property
Rooms
Equipment
Beverage
and
4. Costs
Size ofFunction Rooms

The property
must
type of space to consider
Dorf,
and
facility
Jones, (1989)
have both the necessary
its
selection
for
amount of space as well as
meeting
or exhibition.
most convention properties
have three
the proper
According to Hoyle,
general types of
meeting
space which are:
Meeting rooms
space
2. Exhibition hall
space
3. Ballroom
space
Meeting rooms space

Most
meetings
have
at
least
together. The size of the room
one general session which all participants are
which
is
used
for
accommodate all participants at the same time.
space needed
smaller
large
for the
breakout
general session.
Jones, 1989,
p.
a general session are expected to
The
(Nadler, 1988,
greater
p.
the number, the larger the
101) For educational
sessions are more suitable than general sessions.
number of breakout rooms
for discussions
17)
2.
brought
and presentations.
purposes,
They might require a

(Hoyle, Dorf,
and
The way to determine meeting room

The
square
being
and
footages
shown
in Table 2.
are
size
is using
based
the square
footage
on actual measurements of
approach.
the
the physical objects in the meeting room, such as tables and chairs.
human
(Hildreth,
1990)
Table 2.
Per-Person Square Footage Calculations
Square Feet Per Person
Setup
9-10
Theatre
Reception
91/2
Conference
23
School
15-17
room
Banquet
Source: From
81/2
(Standing)
Hildreth,
essential
25
111/2
(rounds)
Richard A., The
12
ofmeeting management, 1990, pp. SS
Exhibit Space
According
are variable.
to
Some
Hoyle, Dorf and Jones, (1989, p.223)
require
only
space
for tables from
others need extensive electrical, mechanical and
traditional
per
exhibition
booth),
(excluding
one
floor
hundred booths
pillars or other
For 100 ten
plan of booths
foot
square
booths,
which
to
facilities
distribute literature,
while
telecommunications support. Based on a
measuring 10 feet
would need
obstructions)
exhibition space and
10,000
by
net square
including additional
approximately 20,000
10 feet (100
feet
square
feet
of usable space
square
footage for
gross square
feet
aisles.
of usable space
is
for
needed
a standard
layout. Space
must
be
added
for
organizational
displays
and
services.
Generally,
-
exhibit space also
following facilities:
Loading docks
Freight receiving
area
Dray storage
High floor load limit to
All
(gas,
utilities
Proximity to
Food
includes the
support
displays
water, electricity, etc.)
other
function
areas
outlets
Restrooms
Telephones
Secure
area
to exhibitors and their
displays
Ballroom Space
It is
meetings.
a multipurpose
The
main area
function
is usually
facility which
capable of
is
used
for
banquet,
being divided into
social
events,
smaller areas
and
by
portable walls.
Equipment
Most hotels
are equipped with the
chairs, tables, tablecloths, lecterns

under a general
"four
equipment needed.
equipment.
The
customary items to
and platforms.
wall"
policy;
However,
following
a rental
fee for
A few
all
set
is
chairs, tables,
standard and should
facilities:
10
rooms:
convention centers provide
most convention centers provide
equipment
up meeting
be
the
platforms and other
basic meeting
available
from
most
Chairs
Tables
Lecterns
Platforms
Black Board,
Besides the
standard
Audio is something that

AV
properties,
provide
equipment
is available,
can
corkboard and easels
equipment, the
be heard
properties
by attendees,
equipment as part of
as shown
have
visual
is
to provide audiovisual aids.

what can
be
seen.
Some
their package. A wide range of basic
in Table 3.
Table 3.
Basic A V Equipment
Other
Projectors
16mm
Audiotape
sound
mm sound
mm sound
mm silent
(Super
recorder
Board
8)
Easel
_Screen(s)
camera
JFilmstrip projector
Videocassette
loop projector
Video
jOpaque projector
recorder
monitor
ead projector
Slide projector(size of slides)

Source: The Comprehensive Guide
San Francisco: Jossey-Bass. 19S7
to Successful Conferences
and
Meetings by Leonard Nadler
and Zeace
Nadler.
(VCR)
Food and Beverage

In
and
evaluation of a suitable
property, food
and
beverage is important. Both food
the service that accompanies it should be of high quality, this factor is crucial to the
meeting facility.
choice of a
beverage
attendees remember more about the
activities than the program of the meeting.
advantage of both the
1989,
Sometimes,
meeting
planner and the
Therefore,
host property.
this
can work
(Hoyle, Dorf,
food
and
to the
and
Jones,
p.91)
Costs
There
are three major costs
rooms, function
also
depend
meeting
rooms and meals.
on room nights.
for
contracts
beverage
costs
involved
at
meeting sites, the
They are related to
Function
room rates
may
be
a certain number of meals to
depend
on menus.
costs
each other.
Function
be lowered
also
provided
for sleeping
room rates
or waived
if the
to attendees. Food and
(Weissinger, 1992)
Hotel Versus Convention Center

The decision
where
to hold the meeting, either in a convention center or in a
hotel, is
very difficult because
versus a
hotel
exhibitions,
to
which
hotels, may be
cases the
bus
do
used
not
in
distance from
service
in
p.
hotel
setting.
the
conjunction with
expectations with regard to a center
for very large
In
some
meetings and
locations,
hotel meeting
conventions adjacent
facilities; however, in most
the majority of sleeping rooms and availability and cost of shuttle

and
8) However,
hotel
differences in
conventions provide
fit into
between hotels
(PCMA, 1985,
whether
Most
meeting.
of the
the center, become the primary

conventions
or a convention center.
do
not
necessarily
Generally, many
12.
factor in
need
of
consideration.
large capacity
the smaller and moderate
size associations prefer
(Shaw, 1990,
centers.
to
hold their
The
hotel do
architects of the
might need.
the needs
Many architects
convention center architects
do hotel
designed first,
meeting
and
a/v
hotel
is the design
of what
planners
meeting
(Finkel, 1980) On the
those spaces.
Generally, in
aspect.
the elegance of their design more than
more careful attention to the physical
pay
architects.
are
chains
realizing they
convention
other
design
are
designed
hand,
of meeting
centers, the meeting
facilities
recreational
equipment,
should
have
departments
rooms
(to
well-equipped
rooms are
around
the
meeting space, the lack

the
charge.
Most hotels
accommodate a
of
by giving their
rooms
trend toward smaller meetings),

and
and convention centers
sleeping rooms,
charge
for food
convention centers, space rental
in the meeting rooms,
planners can
Many hotels
adding breakout
also are
business centers, fitness clubs,
and
and
the
depend
better
anything that meeting
expect
include the
organization or
may be
group
made available without
than room rental.
on the room rental.
of
amount of
In
On the
some
chairs, platforms, and
head tables
In others, it may include only the four walls,
and air conditioning.
usually
to the
rather
includes the set-up
and other amenities.
lights
cost
space
beverage
revenues of convention centers
floor,
Hotels
Sometimes, hotel meeting
meeting.
the ceiling, the
planners want.
service to planners
more power.
Other differences between hotels
holding
meeting
(Quinn, 1987)
planners could want.
contrary, the
what
have substantially improved
divisible banquet
meeting
have the knowledge
are concerned with
food-service areas,
convention services
and
areas.
Hotels
and
not always
of the people who will use
spaces than
convention
differences between hotels
of the
than in
rather
p.82)
The differences between hotels
One
hotels
conventions at
When
holding a meeting
table cloths, ashtrays, and
ice water,
in
hotel,
as well as a
the
house telephone in the meeting room, whereas,

cost
in
items have to be
ordered at
a convention center.
Above all,
the varieties of restaurants
center, although there
In addition, there is
gift
some of these
are
food
service
no room service
in
(Renaghan
and
and
Kay, 1987,
hotel
are not available
areas, available to
a convention
shop in their lobbies. (PCMA, 1985,
planner, the exhibitors,
in
p.
provide service
center, and few have
9) According
67)
a convention
for functions.
a
drugstore
to the needs of the meeting
the attendees, food and beverage
p.
in
is
also
important.
or
CHAPTER HI
METHODOLOGY
To
identify the problems of the QSNCC,
secondary sources,
standard and
such as articles and
the need
of
text
this case study conducted
books
research
from
written about convention center's
the meeting planners, exhibitors, and attendees
when
using
convention center.
Furthermore, in
order
compared to the competitors
and third
largest
facilities
to specify the services and
in Thailand, this
convention centers
case
study
in Thailand. These
of
the QSNCC
and
them are well known and can
the
be
when
the second
will also research
convention centers are
Bangkok Convention Center located in the Central Plaza,

the Shangri-la hotel. Both
of
other one
the
is located in
called competitors of the
QSNCC.
In addition, to collecting the information, I
convention
industry in
groups, first
is the
of all are
one who
Thailand. (Table
The
interviewed
questions can
key persons in the
be divided into three
the questions for Ms.Joan Sarasin,a meeting planner, because she
joined in World Bank
and the weaknesses of
holding
constructed
for three
Center,
the Shangri
and
4)
also
and
IMF meeting
meeting in the QSNCC.
convention centers which are
and
the
knows
about
Secondly,
QSNCC,
la Convention Center. Finally, the
the questions are
the Bangkok Convention
questions are
the Thailand Incentives & Conventions Associations, (see Appendix
15
the strengths
A)
designed for
Table 4.
Schedule of Interviewing
Date
Time
3/2/92
2.00
pm
Name
Title
Mr.Paul Elliot
Convention Service Manager
of
Bangkok Convention Center

3/3/92
10.00
am
Ms.Joan Sarasin
Managing Director of Convention

Organizers
3/3/92
2.00
pm
Ms.Thida Sirisinha
Director
of
Sales
Management
of
and
the N.C.C
Development
Co.,Ltd.
3/4/92
2.00
pm
Mr.Bhurithom Kambhu General Manager
Incentives
and
of
Thailand
Convention
Association
3/4/92
4.00
pm
Ms.Prachoom Suwannanon Senior Sales Manager
Incentives&Conventions
-
Purpose
of
designing
of
Shangri
la Hotel
the questions
Questions for meeting planner

The
of
purpose of
the meeting
planner
designing the
questions
in selecting the
site and
for
meeting
the property.
planner
is
to
know the
In addition, Ms. Joan
need
Sarasin
can
identify the
strengths and the weaknesses of the
QSNCC very
clearly.
The
questions are
1 What is the
most
2. What is the
most
3. What do
4. In
your
important factor in selecting

customers'
you
needs
think about the
opinion,
what are
in
the site?
holding the meeting?
QSNCC?
the
special advantages and
disadvantages
of
the
QSNCC?
5. In
your
Questions for
opinion,
who
is the
competitor of
the
QSNCC?
convention centers
Questions for the
convention centers are
designed to
collect
the information about
their objectives, polices, target market, market share, strengths and weaknesses,
competitors,
and their
facilities. These
questions are:
1. What is
your target market?
2. How do
you promote your convention center?
3. Does
your convention center
have any
restrictions
in selecting
customers?
How?
4. What
are the problems of your convention center?
5. Are there any impacts
6. What is
7. Who is
8. When
the QSNCC completed?
your convention center's special advantages and
your competitor?
compared to the
center now?
most effective
10. How many
did
disadvantages?
Why?
past, how many
meetings
hold in
your convention
How is it different?
9. In assessing the
events
on your convention center after
target market, what types of marketing techniques seem to
in gaining their
events/year
you
do
you
attention and
interesting?
presently have
have?
17
be
schedule or
in 1991 how many
1 1 How does
.
your convention center perform compared with competitors
of price and
Note:
Question 5
facilities?
and
are used
Convention Center
order to
define the
TICA
asked of the
addition, the
and
la Hotel,
Convention Association
strengths and the
helps to
which
for asking the Shangri
and
the Bangkok
only.
Questions for Thailand Incentives

In
in terms
weaknesses, these last
promote the convention
questions are also constructed to
(TICA)
specify the
questions were
problems of
this
In
industry
in
Thailand.
The
questions are:
1 As TICA is the
.
Thailand,
2. In
your
organization which
what are
opinion,
3. What do
you
is involved in
the problems of this
what are
the
think about the
QSNCC's
QSNCC?
the meeting
industry
in
industry in Thailand?
disadvantages?
CHAPTER TV
TABULATION AND ANALYSIS
The QSNCC is located
buildings
including
The four buildings
a range of
are
linked
on
approximately 20
It
acres.
exhibition, conference,
comprises of
into
and reception
by interconnecting hallways
foyer
and
four
main
one complex.
areas.
(See
Appendix B for floor plan)
Building
Details
of
the QSNCC
Two
Building A
Entrance Hall
stories with entrance
Located
It
on
hall
and reception
the first floor.
consists of reception counters
transportation and airline
branches
hall
of various
for registration,
bookings,
banks,
and a
a post
office,
telecommunication
center.
Reception Hall
Located
It is
on
the
second
an open space of
floor.
1,361
square meters usable
area.
Building B
Three
stories with the
rooms,
restaurant
plenary
(Table
hall, four meeting
service
style), cafeteria,
and central control room.
Plenary Hall
Located
It has
on
the second floor.
a total open
meters, and can

rooms.
19
floor
be
space of
partitioned
4,656
into two
square
or
three
Ceiling Height
10
Floor Load
1,700 kg.
Theatre
5000
Capacity
Classroom
Banquet
of
per square meter
2,800
Capacity
Reception
No.
Capacity
meters
3,200
Capacity
6,000
Exhibition Booths
300 (size 3m
Meeting Rooms
Located
Each
on
room
the second
has 260
Ceiling Height
4.2
Floor Load
500 kg./square
Theatre
280
Capacity
Classroom
Banquet
Note: The
of
meters
meters
320
Exhibition Booths
be
square meters.
168
Capacity
rooms can
floor.
150
Capacity
Reception
No.
Capacity
3m)
15 (size 3m
combined to make
two larger
3m)
conference areas of
520
square meters each.
Building
The
purpose of
building C is
for
exhibitions
Ceiling Height
2.5
3
meters on ground
meters on
9,545
Exhibition Space
floor
20
2nd floor
square meters
and
floor
-
4th floor
(for
2nd floor only)
ground
Note: N.C.C Management
3rd
and
4th floor
of
and
Development Co. does
building C and whole
space of
decide to
not
building
at
sell
floor
this time.
space of
(April, 1992)
Building Faculties
1. Snack/Drink Bars
Besides the
snack
and
restaurant and
bars located in
the cafeteria in
building A,C
and
building B,
D. The seating
the QSNCC also
has three
106, 176,
capacities of them are
291.
2. Telephones
All 1,000 lines
own exchange
Organization
are
IDD. Direct
overseas calls are possible through
linked to the Communications
of
the center's
Authority of Thailand and Telephone
Thailand.
3. Sound Systems
A paging
radio
system
linked infrared
has been installed
receiver simultaneous
control panels are available.
translation from the
in the meeting
rooms
4. Air
for
original
rooms.
language into
There is
an additional
interpretation
also provides a system
six
three separate
allowing for the
different languages in the plenary
a reserved channel
language in
systems with
in both the plenary hall
case of requirement or
and
emergency back
hall,
cooling capacity
of
fully air-conditioned by a central
4,000
chilled water
up.
system,
with a
metric tones.
Lighting
Lighting in both
system.
In the plenary
conference and exhibition areas
hall, lighting is
controlled
21
is
controlled
by computerized
by an
system.
and
meeting
Conditioning
The QSNCC is
5.
The QSNCC
QSNCC. In the plenary hall,
throughout the
automatic
6.
Drinking
Water
The QSNCC has
a water reservoir
filled
with
3,500
cubic meters water and a
to supply water.
special purification system
7. Restrooms
The QSNCC
unisex, and 5
composed of
restrooms
full
140
equipped
restrooms
for men,
for handicapped
and
182 for
women plus
people.
Simultaneous Interpretation System
2. Microphones
# 120
3. Monitor
# 1
4. Slide Projector
5. Overhead Projector
6. Built-in Screen
7. Table
Building
and
# 1
#4
Chair # 1,000 tables
and
7,000
Utilities
Electrical System
220 Volts
Passenger Elevators
Loading
&
and
110 Volts
Elevators
650
Parking
Security
chairs
cars and
30 buses
Safety
Life &
Property
Protection Systems
television sensors
Closed
circuit
machines
ray
22
for
for safety
weapon and
surveillance
bomb detection
Highly trained security guards
Emergency alarms
linked
to the District and National
Police headquarters
Fire Protection
Systems
Heat
and smoke
detectors,
and
fire
alarm
bells
connected to the center's sound system
Flood
pumps and water
Chemical
and carbon
Sprinklers,
with
ducts
dioxide fire
3,500
extinguishers
cubic meter
back up
reservoir
Competitor Analysis
According to
of
the Central Plaza
are the
Ms.Joan
Hotel,
and the
"Bangkok Convention
Ballroom"
owned
by the
similarities and the
Sarasin,
meeting planner,
Shangri
La
Center"
Shangri
owned
Hotel,
and the convention managers
the competition
by the Central
La Hotel. (See Appendix
differences between
for the QSNCC
Plaza Hotel
A)
To
and
the
"Grand
compare the
the QSNCC and the competitors, a summary of
the information presented in appendixes C and D as follows:
Central Plaza Hotel

The Central Plaza Hotel is located
a
six-storey department
and
store and
12-story office building.
The
on
shopping centre,
many
small
meeting
convention
convention center of
Bangkok Convention Center". Besides this

also provides
approximately 18.6
rooms
convention
to
23
It
comprises of
center, seven-story
the Central Plaza Hotel
carpark
is "the
center, the Central Plaza Hotel
accommodate
of meetings.
acres.
to small and moderate
group
Building Details
located
on
shopping
the 5th floor of the
mall
in the Central Plaza
Hotel.
Total Floor Space
2,506
Ceiling Height
Floor
500 kg./square
Loading
Theatre
No.
of
meter
2,800
Capacity
Reception
meters
3,800
Capacity
Banquet
square meters
5,000
Capacity
Exhibition Booths
160
located
Plaza Level
mall
on
the 4th
floor
Regency Room,
Room 1-9, exhibition,
Total Floor Space
3,453
Ceiling Height
3.5
Floor
400 kg./square
864
Regency Room
Theatre
No.
of
meters
meter
square meters
46 (size 3m
(each
Plaza Room 1-4
100
Capacity
Classroom
square meters
1,700
Capacity
Exhibition Booths
Theatre
foyer.
750
Capacity
Reception
and
Plaza
1,000
Capacity
Banquet
shopping
in the Central Plaza Hotel,
consists of
Loading
of
50
Capacity
24
room
3m)
has 72
square
meters)
Banquet
Capacity
Reception
No.
of
Capacity
60
140
Exhibition Booths
N/A
Plaza Room 5-7

Theatre
(each
Banquet
No.
of
80
Capacity
100
Capacity
Reception
Capacity
Exhibition Booths
200
6 (size 3m
Plaza Room 8
72
Theatre
Capacity
Classroom
Banquet
of
Capacity
Exhibition Booths
Plaza Room 9
Theatre
Capacity
Classroom
Banquet
of
Capacity
Exhibition Booths
Exhibition Area
Theatre
Banquet
Capacity
of
45
Capacity
3m)
60
:
140
N/A
120
170
90
square meters
115
:
240
10 (size 3m
'
1,260
1,200
3m)
square meters
800
Capacity
Reception
No.
150
Capacity
Reception
No.
Capacity
square meters
Capacity
Reception
No.
Capacity
has 108
150
Capacity
Classroom
room
2,000
60
Exhibition Booths
25
size
3m
3m)
square
meters)
Foyer
Theatre
Banquet
Total
N/A
Capacity
N/A
square meters
N/A
Capacity
Exhibition Booths
750
25 (size 3m
3m)
Capacity of the Plaza Level

Theatre
Banquet
3,320
575
2,275
Capacity
Capacity
Reception
No.
Capacity
Classroom
nine
Capacity
Reception
of
525
Capacity
Classroom
No.
6,030
Capacity
of Exhibition
Booths
Level
195 (size 3m
Located
on
3m)
the 2nd
floor in the
Central Plaza Hotel
Total Floor Space
Ceiling Height
Theatre
2.5
meters
Banquet
Capacity
Capacity
Reception
Capacity
Reception Booths
Ladprao Suite
Theatre
Capacity
Classroom
square meters
90
Capacity
Classroom
of
square meters
58.65
Rangsit Room
No.
652.55
35
60
100
N/A
106.25
160
60
Capacity
26
square meters
Banquet
Reception
No.
110
Capacity
180
Capacity
Reception Booths
of
N/A
Horvang Room
58.65
Theatre
Banquet
of
35
Capacity
60
Capacity
Reception
No.
90
Capacity
Classroom
100
Capacity
N/A
Reception Booths
99
Phaholyothin Room
Theatre
Banquet
Note
60
Capacity
100
Capacity
Reception
140
Capacity
Phaholyothin Room
can
be divided into 2
rooms
307
Kambhangbejra Room
Theatre
Capacity
Classroom
Banquet
No.
Note
of
Capacity
Capacity
Reception
380
185
235
Reception Booths
can
be divided into 3
N/A
rooms
23
Boardroom
Theatre
Capacity
Classroom
square meters
265
Capacity
Kambhangbejra Room
square meters
145
Capacity
Classroom
square meters
20
12
Capacity
27
square meters
Banquet
Capacity
Reception
No.
of
Theatre
N/A
Capacity
Banquet
Capacity
Capacity
Reception
20
Mezzanine Level
Classroom
of
Capacity
Reception Booths
of
Total capacity
No.
10
Capacity
885
42
580
965
Reception Booths
N/A
Lobby Level
located
on
the ground floor
Central Plaza Hotel

Total Floor Space
1,985
Vibhavadee Ballroom
Ceiling Height
Theatre
1,800
Capacity
Banquet
No.
:
of
2,500
Capacity
Exhibition Booths
Vibhavadee Ballroom
can
be divided into 3
Foyer
Banquet
Capacity
Reception
No.
of
Capacity
Capacity
Exhibition Booths
28
3m)
rooms
760
square meters
meters
N/A
N/A
N/A
1,500
N/A
Capacity
Classroom
100 (size 3m
3.5
Ceiling Height
Theatre
square meters
1,200
Capacity
Reception
Note
1, 225
square meters
of
the
Total
Capacity of Lobby Level

Theatre
Banquet
Capcity
Capacity
Reception
No.
of
1,800
1,200
Capacity
Exhibition Booths
4,000
100 (size 3m
3m)
Building Facilities
1. Restaurants/Bars/Coffee Shops
(Table service style) total seating capacity is 940.
2. Commercial Bank
3.
Beauty Shop
4.
Shopping Arcade
5. Fitness Center
6. Medical Service
7. Sport Facilities
8. Transportation Services

1.
Simultaneous Interpretation Systems
2.
Audio Tape Recorder
3.
Video Cassette Recorder
4.
Microphones
5.
Monitor
6.
Movie Projector
7.
Overhead Projector
29
8.
Built-in Screen
9.
Lecterns, Flip Charts, Easels Boards,
10. Tables
and
and
Display
Boards
Chairs
According to the information from interviewing Mr.Paul Elliot,

and
disadvantages
the Bangkok Convention Center
of
the advantages
are
Advantages
1. Consists
of a
2. Sufficient
3. Provides
car
shopping
mall and a
hotel in the
same
building
parking
other rooms
in the hotel for breakout
sessions
to support
the large meeting
4.
Variety
5. Full
of
of restaurants
variety
of
high technology
equipment
Disadvantages
1. No
2. Not
specific
entrance, it is the
prestige
3. Traffic Congestion
30
same as
the shopping mall's entrance
Shangri
La Hotel
The Shangri
Thailand). The
Building
La Hotel is located
near
the Chao Phraya River (the
the Shangri
of
La Hotel is "the Grand Ballroom".
Located
the 2nd floor
of
the
hotel. An important feature
of
on
convention center
entrance which
Total Floor Space
1,344
Ceiling Height
6.5
Floor
600 kg./square
Theatre
Banquet
No.
of
adjacent
square meters
meter
2,000
Exhibition Booths
can
the
1,000
Capacity
the Grand Ballroom
enclosed and
900
Capacity
Capacity
Reception
special
1,800
Capacity
Classroom
this
garage.
parking
Loading
is
is the
directly to
connected
river
Details
Grand Ballroom
Note
main
be divided into 3
N/A
rooms
located
Lobby Level
the ground floor of the
on
Shangri
La
Sukhothai
Room,
31
consists of
Room, Pimai Room,
Chiangmai
Thonburi
Hotel,
Room, Ayuthaya Room,
Room, Rattanakosin
and
Boardroom.
817
2.5
600 kg./square
75
75
Total Floor Space
Height
Ceiling
Floor
Loading
Sukhothai Room
Theatre
Capacity
Classroom
Banquet
No.
of
Pimai Room
Theatre
Capacity
Classroom
Banquet
Capacity
Reception
No.
of
Capacity
Chiangmai Room
Theatre
Banquet
80
N/A
75
30
30
40
N/A
'
160
70
110
:
Theatre
Capacity
Classroom
Banquet
Capacity
Capacity
120
N/A
Exhibition Booths
Ayuthaya Room
square meters
120
Capacity
Capacity
square meters
80
Capacity
Reception
of
Capacity
Classroom
No.
40
Capacity
Exhibition Booths
meter
square meters
Capacity
Exhibition Booths
meters
30
Capacity
Capacity
Reception
square meters
'
128
100
50
60
32
square meters
Reception
No.
Capacity
100
Exhibition Booths
of
N/A
Thonburi Room
Theatre
Banquet
Capacity
Capacity
Rattanakosin Room
Banquet
50
100
N/A
1 76
Capacity
90
120
Capacity
150
Exhibition Booths
Boardroom
Total
Total
Capacity
square meters
seating for 22
600
persons
Capacity of the Lobby Level

Capacity
Classroom
Banquet
No.
of
320
Capacity
430
Capacity
Reception
N/A
75
Theatre
Note
square meters
130
Capacity
Reception
of
Capacity
Classroom
No.
100
square meters
60
Exhibition Booths
Theatre
Capacity
Reception
of
128
Capacity
Classroom
No.
630
Capacity
Exhibition Booths
Rattanakosin, Chiangmai, Thonburi,
and
33
N/A
Ayuthaya
can
be divided into two
Krungthep Wing
Located in the
Shangri
La Hotel
completed and
consists of
are
new
building of the
which was
is in the
5 meeting
just
same area.
rooms which
Singapore Room, Philippines
Room, Malaysia Room, Brunei
Room,
Total Space
340
Ceiling Height
3.15
Singapore Room
Theatre
Classroom
Banquet
No.
of
80
100
Capacity
Philippines, Malaysia, Brunei,

Floor Space
and
N/A
Indonesia Room
:
of each ioom
67.5
Capacity of each room
Banquet
Total
of
30
Capacity
50
Capacity
Reception
No.
60
Capacity
Classroom
60
Capacity
Exhibition Booths
N/A
Capacity of Krungthep Wing

Theatre
340
Capacity
Classroom
square met
50
Capacity
Exhibition Booths
Theatre
meters
100
Capacity
Reception
Indonesia Room.
square meters
101.25
Capacity
and
170
Capacity
34
square meters
It
Banquet
Capacity
Reception
No.
of
280
Capacity
340
Exhibition Booths
N/A
Building Facilities
/. Restaurants/Bars
(Table service style) Total seating capacity is 1,240.
2. Business Center
3. Limousines
4. Foreign Exchange
5. Health Club
Recreational Facilities
and

1
Simultaneous Interpretation System
2. Audio Tape Recorder
3. Video Cassette Recorder

4. Microphones
5. Slide Projector
6. Overhead Projector
7. Built-in Screen
8. Lecterns,
9. Tables
Flip Charts,
Easels Boards,
the information from
interviewing Ms.Prachoom Suwannanon,
Senior Sales Manager Incentive & Conventions
disadvantages
Display Boards
and chairs
According to
and
and
of
the Grand Ballroom
can
35
of the
Shangri
be identified
as
La
Hotel,
follows:
the advantages
Advantages:
1 Located in the
luxury hotel
and good view
Chao
the
overlooking
Phraya River
2. Provides
good service and
facilities
Disadvantages:
1 Limited
does
space which
not accommodate
to the exhibition
Comparison
After considering the facilities

competitors, the
facilities
more than
to the
800
people at
customers which
As
convention
center, it
includes lecterns,
flip
competitors, this is
considering the
best
service
for its
and other
not provide
charts,
hotel
easel
for
and
potential
display boards.
disadvantages
of the
by each property,
are
in the hotels.
national
customers,
When
facilites
which
compared
QSNCC. Furthermore,
to
its
after
has the
customers.
after
considering the
function
rooms
not
which can accommodate
groups
(500
large
capacity
when compared
provides
to the
800
space and
of the
Bangkok Convention
in the Central Plaza Hotel, the capacity
large meeting
also provide sport
the convention centers
equipment
its
which accommodate
the QSNCC can be named as the
basic
boards,
one of the main
Convention Center itself is
However,
advantages of
hotels
the
and
located in the hotels
there are restaurants
Moreover,
even though
equipment provided
In addition,
Center
does
the
one of
in Table 5,
shown
hotels,
the same time.
is
between the QSNCC
and services of the competitors which
For example, in the
more convenient.
and services
small
people).
many
see
36
meeting
groups
Table
the Bangkok
to the capacity of the QSNCC.
small
meeting
of
6)
(200
rooms
in
each part of
500 people) to the
the
IT)
37
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38
For the Shangri

hotel for
La Hotel, especially the Grand Ballroom, the total
holding the meetings is the smallest compared to the QSNCC

The Shangri
Plaza Hotel.
because
of
the limited
Problems
the QSNCC
groups
advantages and
also
However,
interviews
of
does
not provide
the Shangri
ranging from 20
for
According to
La Hotel
space.
space needed
of
2,000
any
La Hotel
persons.
space
and the
for the
provides
see
Table
space of this
Central
exhibitions
the flexible
6)
key persons in Thailand, they identified the
the disadvantages of the
QSNCC
as
follows:
Ms. Thida Sirisinha (N. C. C)

Disadvantages
Advantages
1 the largest
.
convention center
and under the name of the
1. kitchen is too
in Thailand
Thai
government
2. N.C.C
2. located in downtown
signed agreement with
government
3.
surrounded
small
3.
by a variety of hotels
size and
only 5
facilities
years
are
designed
for the World Bank meeting
4. full
of high
technology
4.
equipment
no
hotel
space
5. too few breakout
5.
prestige
6.
sufficient car park
session
Ms. Joan Sarasin (Meeting Planner)

Disadvantages
Advantages
1. full
of
high technology
1. lack
equipment
of convention service
manager
2.
surrounded
2. catering
by a variety of hotels
39
the
3.
3.
sufficient car park
Mr. Bhurithorn Kambhu
hotel
no
(TICA)
Advantages
1.
credit
from the
Disadvantages
successful
in
holding the
World Bank meeting
2. full
of high
3. floor
4.
technology
loading
space
size and
facilities
the World
Bank
2. ceiling height in
equipment
limited to
committee
building C,
3. too few breakout
in plenary hall
are
sessions
4. catering
elegance and prestige
5. capacity
of
the QSNCC suits for
exhibition or exhibition and
convention
6.
From the information above, the
can
be
summarized as
no
advantages and
hotel
the
only
space
disadvantages
of the
QSNCC
follows:
Advantages
1. The largest
2. Reputation
3. Location
and under the name of the
from
holding the
the QSNCC
Thai
government
World Bank
and
IMF meeting
is located right in the heart
of
Bangkok
varities of hotels
4. Floor
5. Full
6.
loading
of a
Parking
variety
Space
7. Elegance
the capacity
of
around
high technology
sufficient
for 600
1,700 kg/square
equipment
cars and
and prestige
40
30 buses
meter
and surrounded
by
Disadvantages
1. Size
and facilities are
As
mentioned
World Bank
Bank
committee.
changed
2.
IMF
and
limited to
before in
meeting.
the World Bank committee.
chapter
I,
the
Therefore,
QSNCC
size and
According to Ms.Thida (N.C.C),
was
built to
facilities
the
limited to the World
are
QSNCC
accommodate the
should
have been
to encourage more potential customers to come and use the QSNCC.
Ceiling height in buildings

For buildings C
meeting, the N.C.C
and
wants
C andD is too low to hold an

which were used as offices
exhibition.
during the World Bank
to use them as an exhibition hall.
According to Voso, (1990),
the ceiling height should be no less than 8.5 meters, therefore, buildings C and D are
inadequate for
3.
exhibitions
Catering service
In the
kitchen.
During the
after the
World Bank
beverage to
all attendees
the QSNCC
now
Therefore,
has
a small
whereas
whenever
the
250
1-100
kitchen
the spaces
participants.
use
is
was
completed, there
meters.
was no space
needs of
World Bank
which can provide
capacity
of
food
catered
and
the QSNCC
catering from the
However,
beverage for
is 5,000
for
the food and
committee.
meetings which consist of over
around
people.
1,000
people
luxury hotels.
are available.
The
TAT, 1990,
space of
suitable
for
rooms are not suitable
are too
only 2.5
IMF meeting, ITT Sheraton
maximum
the survey from
square meters which
These meeting
and
there are large
4. Too few breakout sessions
According to
QSNCC
according to the
participants, the QSNCC has to
range of
are
is limited to less than 1,000 participants.
beginning,
1,000 attendees,
because their ceiling heights
for
the
smallest
meeting
a
most of the meetings were
meeting
size of around
150
under
100
meeting group
big.
41
room
in the group
in the QSNCC is
-
320
participants.
participants
because
5. Convention
The QSNCC has
has to
provide
for
other staff
the
no convention service manager.
convention service manager
events.
Besides
about
Moreover,
the users.
for information
and others
satisfaction.
enhances
The
6. Price is high
about
height,
and
the
to the
convention centers
the hotels. The
price
for
the QSNCC
In addition,
provide
food
and
for
because
ask
meeting
planners
customers'
will charge
beverage for
besides the
are
a convention
the price and the
facilities. The
for
exhibition
in the hotels is
and
size and other capacities
more
beverage
for both food & beverage
before,
1,000
from hotels in the
10%
room rental.
42
more
flexible than
and not
is too
participants.
area.
This
at the
for room
and room rental.
the kitchen of the QSNCC
groups which exceed
services
are suitable
limited to the
for food
holding the meeting, being charged
extra service
of
in the hotels. This is because the floor
in the hotels
will charge
as mentioned
QSNCC has to hire catering

who are
has to
the plenary hall in the QSNCC is suitable for
competitors
holding
QSNCC. Generally, the hotels

whereas
important information
also perceived as a professional and
floor load in the plenary hall
loading
rental,
when compared to the competitors.
when compared
of
is
others,
and
image.
especially
of
meeting planners,
the group's special needs to maintain
or exhibition and convention
space, ceiling
with
a convention center
planners and
with
a convention service manager
According to Mr.Bhurithorn,
exhibition,
meeting
the property
convention service manager
the property's
to co-ordinate
communication with
convention service manager should provide
Generally,
small
to
Sometimes the
results
in the
clients
than the basic hotel catering rate
7. No hotel space is
The
competitors of
in the hotels. One

sleeping
available.
rooms.
of the
the QSNCC now are the
differences between hotels
However,
planner can rent rooms at
the
QSNCC is
these hotels and
8. Terms of management contract is too

The N.C.C Management
this time. In the
QSNCC
at
contract
for 5
However,
years
years
since
to 30
only,
April
and
convention centers which are
and
Development Co. is the

government
which affects
the
investment
years which will
of hotels.
A meeting
properties.
short.
the
the
variety
bus between these
beginning,
1992,
the QSNCC is the lack of
surrounded with a
rent shuttle
located
government
be helpful in
investing in
43
decided to
of
decided to
management
sign
team of the
the
management
the company in this
extend
the
contract
the QSNCC.
property.
terms from 5
CHAPTER V
CONCLUSION AND RECOMMENDATION
Conclusion
The QSNCC is the largest
in the
main purpose
and
IMF
beginning of the QSNCC
Since that meeting, the
meeting.
encourage customers
meeting
planners
meetings.
its facilities
QSNCC
are
from
have to
For the
limited to
purpose of the
consider services and
QSNCC,
although
what were
in Thailand. The
the World Bank
was to accommodate to
QSNCC has become to
abroad to use the convention center.
facilities
it is the biggest
In selecting the property,
that accommodate to their
convention center
the World Bank committee needs.
in Thailand now,
Therefore,
the
should make the proposed changes as recommended
I hope that the QSNCC
increasing
of the convention
recommendation will
the convention
from
and the newest convention center
will
be
changed
in
a suitable
also
benefit the N.C.C Management
center not
only from the local clients,
and
way to
hope
that
support the
my
case
study
Development Co. in
and more
and the
filling up
importantly for the
clients
abroad.
Recommendations
After considering the disadvantages

the QSNCC has to be
from studying
center,
the text
changed
books
some of them are
in
of
the
QSNCC,
various ways.
and sources which
in the
chapter
II
of
this
44
All
which mentioned
of the solutions
discussed the
case study.
in
chapter
in this
IV,
chapter come
standards of a convention
1. Size
and facilities are
As
have been
in the
mentioned
changed
in
example, the QSNCC
2.
limited
The N.C.C
the
is
might
find
and prepare
not much
Based
as
meeting
building
and
Development Co.
hall
should expand the
in the
a place
food for the
meeting
are not suitable
and continue
to
groups.
exhibition.
should use space
use
in
holding
an exhibition.
in buildings C
and
the plenary hall as
different
rooms rather
D,
area which
is
as
an
is
Although,
insufficient,
center, to be the
the N.C.C has to invest in
to come and use the
QSNCC
if the
to the hotels.
when compared
are available.
in no.2, the N.C.C
than an exhibition
the N.C.C
space
close to the convention
convention center.
on recommendation
and
catering department. If the
encourage more customers
4. Too few breakout sessions
the QSNCC. For
is limited to less than 1,000 participants.
beginning, it will
price
of buildings
and
small
the QSNCC should
IV,
hall.
Catering service
kitchen
chapter
C and D is too low to hold an
rooms rather than exhibition
the N.C.C
for
should provide more space
The N.C.C Management
3.
QSNCC in
various ways to encourage customers to use
The ceiling height
exhibition
World Bank committee.
problems of the
Ceiling height in buildings
meeting
to the
should use space
in
building
and
hall. In addition, besides redesigning
should provide more
breakout
session space
in
each
meeting
room.
5. Convention
The N.C.C
should provide a convention service manager
the meeting planners, exhibitors,

manager
has the
is
and other staff
for
events.
perceived as a professional and enhances
restriction of
selecting
customers
by
the
with
convention service
property's
considering the
45
The
to co-ordinate
image. The QSNCC
purpose of each
meeting
or
event.
Therefore, providing
screening the customers
6. Price is high
aware of
N.C.C
who want
to
have
meeting,
another
exhibition or
step in
party in the QSNCC.
when compared to competitors.
Mr. Bhurithorn
convention
be
a convention service manager will
mentioned this problem
in the QSNCC does
not
because
include food
and
of
the price in
holding the
beverage. The N.C.C
the price of the competitors in charging the customers especially,
food
can provide
and
beverage
to the customers
without
should
after
be
the
using catering from
hotels.
7. No hotel space is
The N.C.C
provide
free
the
service
available.
build the hotel
should either
shuttle
bus between hotels
around
The N.C.C
From the
marketing
reservations record of
for the
convention center
the QSNCC
years
should plan
should
to
be
to
30
years
to
most of
at
this time, the QSNCC
The N.C.C
business center,
fitness center,
the QSNCC
will
in the facilities
provides an exhibition
which are not
before,
and a medical service.
convention center
46
hall,
facilities, basic
For example, the QSNCC
be the ideal
to come and to use the
otherwise
it
as national convention center.
should provide more
activities to the potential customers.
for the QSNCC.
the customers are
encourage customers
changed
in April 1992.
the investment plan
exhibition and convention market as recommended
restaurants only.
facilities,
from 5
strategies and
be difficult in promoting the QSNCC
Finally,
the area and the
the QSNCC for this year,
QSNCC. However, the QSNCC
will
convention center or
short.
signed the extend contract
should plan the
local. Therefore,
suitable
the
potential customers.
8. Terms of management contract is too
The N.C.C
adjacent to
meeting rooms,
and
equipment and
should
have
drug store,
After the QSNCC has these
in the
customers'
minds.
APPENDIX A
DETATLS OF INTERVIEWING
47
Name
Ms. Thida Sirisinha
Director
of
Sales
Date
March 3, 1992
Time
2:00
Q: What is
of
the N.C.C Management
p.m.
your
target market?
A: Exhibitions, international conventions,

Q: How do
A:
you promote
Advertising in
by Thai
local
news
and
Q: Does the QSNCC have any
to the
Q: What
image
are
of
local banquets.
paper, both local magazines
Authority of Thailand,
A: Yes. The QSNCC
and
the QSNCC?
Airways in London
Tourism
Development Co.,Ltd.
and
distributed
and
all over the
Thailand Incentive
restrictions
will not allow
and magazines which published
in selecting
any kind
world,
and
and co-promotion with
Convention Association.
customers?
How?
of show or exhibition which
is
not suitable
the QSNCC.
the QSNCC's
disadvantages?
A: Advantages
the largest
1 the QSNCC
now
is
name of the
Thai
government
convention center
in Thailand
and under
the
2. located in downtown
3.
surrounded
4. full
5.
of
by
varieties of hotels
high technology
equipment
prestige
6. parking
space
is
sufficient
to more than 600 cars
Disadvantages
1. kitchen is too small, it is
not adequate
people.
48
to the meeting size more than
1,000
2. N.C.C just
is only 5
3. the
4.
facilities
should
are
not worth
in
designed for
have been
changed
in
investing or changing anything.
the
World Bank meeting, therefore
no
any sleeping
5. too few breakout

Q: Who is
in
countries, the QSNCC
other
rooms.
sessions
your competitor?
A: The QSNCC has
the
something.
when compare with other convention centers
has
and
does
years which
size and
QSNCC
the management contract with the

government, and the term
signed
Why?
in Thailand because
no competitors
of
the differences of the size
facilities
Q: In assessing the target market,

most effective
in gaining their
what
types
attention and
A: The QSNCC is very new, therefore

techniques in assessing the target
from
credit
the succeed
2. the QSNCC is the

want
to
use
Q: How many
A: For 1992,
and
events/year
do
we expect
think that these
following lists
QSNCC:
in Thailand, therefore
conventions and exhibitions will not
Thailand is in the
you
suitable area
presently have
customers
in this
time.
local
which
4-5
has to
have
no
any
conventions and
ahead, therefore, the
customers of
compete with other convention centers
Thailand too.
49
same
rotating.
completed and
In fact, international
years
for
hold in the
scheduled?
just
only 30%. The QSNCC
conventions
now are
the most effective marketing
holding the World Bank meeting.
in
exhibitions will plan the program
QSNCC
to be
the new one.
every time,
international
However, I
market.
seem
interest?
newest convention center
3. generally, international
place
marketing techniques
we cannot tell about
can motivate potential customers use the
of
in
the
Q: How does the QSNCC

and
A: The
perform compared with competitors
in terms
of
price,
facilities?
price
in
holding the meeting
other convention centers
baht/square
meeting
meters.
is
quite
in Thailand in this time. The
(3.33 U.S. dollars/square meters)
or convention
However,
or exhibition
is 50 baht/square
the QSNCC is completely
meters.
facilities.
50
high
when compared with
price
The
for
price
exhibition
for
special
is 85
event,
(2.00 U.S. dollars/square meters)
Name
Mr. Paul Elliott
Convention Service Manager

International Exhibition
Date
March
Time
2:00
Q: What is
A:
venue, in the
Convention
ballroom
market of
alumni
wedding party,
some
Bangkok
target market?
your
dinners,
you promote
hotel,
of
the
large
scale
is local meeting
gathering
of
regional
the people such as
and exhibition.
because
we are well-known.
magazines and also co-promotion with
in the international
the target market
the convention center?
not promote much
local
the
of
the convention center is larger conferences,
seminars, local seminars, any kind
A: We do
and
p.m
the target
Q: How do
1992
2,
multi purpose
whereas
and
of
However,
the Tourism
we advertise
Authority
in
of Thailand
market.
Q: Does the BCC have any
restrictions
in selecting the
customers?
How?
A: No.
Q: What
are
the
A: The BCC has

plaza,
and
problems of
the BCC ?
no specific entrance
it is
because it is in the
on
the BCC
A: Yes. Previously, the BCC is the only
Some
the shopping
not prestige.
Q: Are there any impacts
after the
same area of
QSNCC completed, the
after
the QSNCC
one choice
customers
completed?
in Bangkok for the
have the
choice of
How?
big meeting but
selecting
venues.
although we provide good service

customers want to use the new place
customers
but I
everything
will
think that
be
it
will effect
for
more clear.
51
a short time only.
After
next
to the
6 months,
Q: What is the
disadvantages
of
the BCC?
A: Advantages
1.
consists of the
2.
sufficient car park
3.
no need to
4.
professional
shopping
mall and
advertise, because
in
hotel in the
the
they
are well
same
known
building
enough
holding the meeting and exhibition
Disadvantages
1 the
.
entrance
2. BCC is
not prestige
connected to the
because
3. located
does
people get
on
shopping
plaza sometimes
it is
not
the advantage
lost
Vibhavadee Rangsit Road
which
has the
problem about
traffic
congestion
Q: Who is
A: If the meeting
and
size
is
around
1,000
many
Q: When
the meeting size

competitors
competitors are the
convention centers can provide
in Thailand
in this
compared to the
2,000 people, the
the QSNCC only because these
However,
are
Why?
your competitor?
now
is
around
Shangri-la
the space.
600-700 people, therefore there
market.
past, how many
meetings
hold in the BCC
now?
How is
it different?
A: The
situation
However,
in this time is
I think that it
not good
will
be better from

the
most effective
A: Service
because
what
of
the
effect
from the Gulf War Crisis.
now on.
types
of
seem
to be
in gaining their interest?
and professional
in
holding the meeting
the past.
52
and exhibition and
the succeed
in
Q: How many
events
A: I
did
cannot
events/year
you
do
you
presently have
schedule or
in 1991 how many
have?
tell you the exactly amount, for the rough
For this year, I think it is
Q: How does the BCC
still around
idea, it is
around
300 days/year.
the same amount.
perform compared with competitors
in terms
of
price,
and
facilities ?
A: The
price
in
customers.
holding the meeting here is not much different when

We try to
accommodate
any
requirement
53
from the
compared with
customers.
Name
Ms. Prachoom Suwannanon
Senior Sales Manager Incentives & Conventions

Date
March
Time
4:00
Q: What is
A: We
your
convention and
this
you promote
promote all
facilities
We
local banquets.
convention center?
of the
Shangri
advertise
in the
La Hotel,
we
magazines and
join
with
only the
Thailand Incentive
Convention Association.
-
La have any
A: No. However, it depends

in
A: Yes. Customers
the budget
on
want
on
Shangri
Q: What
of
in selecting the
customers?
the customers. We charge the
market
are
is local clients, it
the
problems of
problem of the
difficult to
expanding.
How?
room rental
to be the meeting
after
Shangri
near
the QSNCC completed? How?
However, it does
not mean that
Shangri
Furthermore, if the QSNCC's
customers'
will
needs.
impact the Shangri
the Shangri
solve this problem
In the
-La
to use the new place.
La has any problems, but it is the

target
restrictions
square meters.
Q: Are there any impacts
A: The
not specific
target market?
Q: Does the Shangri
not
do
4, 1992
convention center.
and
Shangri-La Hotel
p.m
A: International
Q: How do
of
because the Shangri
the Shangri
rooms.
54
La directly.
La?
La is the ballroom is too
future, however,
small
La has
-
La
for
no
the exhibition.
any
plans
space
It is
for
to change car parks
Q: What
are
the Shangri
La's
disadvantages?
A: Advantages
1. the
2.
convention center
is in the
provide good service and
3. located
near
luxury hotel
facilities
Chao Phraya River (the
main
river
of
Thailand)
which
has very
good view.
Disadvantages
1 limited
.
Q: Who is
A: The
space which
your competitor
competitor of the
does
to the exhibition
? Why?
Shangri
Convention Center has
not accommodate
La is Bangkok Convention Center because Bangkok
exhibition; for example, floor loading. The QSNCC is
Shangri
La if the target
convention
Q: When
market of
center now?
competitor of
the
meetings
hold in
your convention
How is it different?
However, before
politic problem,
it
always affects
the Gulf War Crisis in
1990,
we
the international
have many
events
here.
industry is increasing very rapidly.

most an effective
A: The
the
is for
the QSNCC changes from international
to the past, how many
A: Whenever Thailand has the
This
also
which
to local banquet.
compared
meeting.
facilities
more space and can provide other
most effective
Shangri
La
what
in gaining their
types of marketing techniques seem to be
attention and
now provide
trip (1 10 U.S.dollars/trip)
helipad from
and
takes
interest?
are services and
airport
around
55
12
to the
facilities. Moreover,
hotel
minutes.
which costs
2,800 baht/
Q: How many
events
A: We
did
events/year
you
the Shangri
you
the
exact amount of
room nets not
La
since
be better from
Q: How does the
1990-1991
in
price
food
and
booking is
because
in 1991 how many
because
the goal of the Shangri-
However,
of
full. Therefore,
the
situation of
the Gulf war

we
hope
Crisis, but
that the situation
that time.
in terms
the Shangri
of price and
not the room
customers ask
from
rental,
La Hotel
perform compared
facilities?
holding the meeting here includes
beverage
Whatever,
the meetings
was not good
with competitors
A: The
schedule or
the amount of the meetings.
from this coming September the

will
presently have
have?
cannot tell you
La is the total
do
food
and
beverage. We
charge
for
and we service customers as much as we can.
us, we tried to
56
do for them.
Name
Ms. Joan Sarasin
Managing Director of Convention Organizers Co.,Ltd.

Date
March 3, 1992
Time
10.00
a.m
Q: What is the
A: 1. the meeting
any
important factor in selecting the
most
size
convention center
(500-800 people)
Shangri
La
2. the meeting
medical
you
Hotel)
small
in any first
have to
get
meeting
size
class
hotel. If the meeting
from
some
size
you can get
is
medium
hotels (Central Plaza Hotel
and
which
it
will
limit
yourself
in selecting the site, especially in
is limited in few large hotels because it
requires
many
sessions.
3. availability
of each
meeting
room
price
Q: What is the
A: Complete
in
customers'
need
most
convention center
hotel
holding
with
the meeting?
shopping
includes
exhibition center and convention center
meeting
planners
hotel
will
Q: What do
shopping
your
have to pay for the
be higher, but it is
you
think
A: The QSNCC is
Q: In
(200-500 people),
and convention centers.
structure
meeting
breakout
4.
if it is the
site?
not
about
the
in
transportation.
walking
distance,
the same area otherwise the
Although
room rates
in that
more convenient.
the QSNCC?
complete center
because there is
no
sleeping
rooms or
room.
opinion,
who
is the
A: Bangkok Convention Center

compared
center with
both
of
them, the
competitor of
(BCC) is
price of
the
the QSNCC?
competitors of
BCC is
57
the
QSNCC. When
more attractive although
it is
not
prestige,
but few
venues need
the prestige.
accommodate to the customer no
Furthermore,
less
space and
facilities
of
the BCC can
than 1,000 people which serve the market
in
this time.
Q: In
your
opinion,
what are
the special advantages and disadvantages
the
of
QSNCC?
A: Advantage
1 full
.
of
high technology
2. parking
space
flow inside is
3.
equipment
(around 600 cars) especially, for bus parking
and also traffic
good
surrounded with varieties of hotels
Disadvantages
1.
lacking
of professional
The QSNCC has only

controlled
by Ms.
2. the catering
have
to
3.
no
sleeping
sales and
planner or organizers
in the QSNCC.
marketing department
which
is
under
Thida Sirisinha.
of the
pay the fix
the meeting
meeting
QSNCC
cost
comes
10%
or exhibition
from outside, therefore, the
customers
service charge which effect the price
in the QSNCC.
rooms.
58
in
holding
Name
Mr. Bhurithorn Kambhu

General Manager
Date
March
Time
2:00
of
Thailand Incentives
and
4, 1992
p.m
Q: As Thailand Incentives
organization which
and
involves in the meeting
(TICA) is
the
industry in Thailand,
what are
the problems in this industry?
A: The
problems of the
1. The
meeting
industry in Thailand now are
process of custom system
customers or exhibitors
so
they
changed
Singapore,
2. Most Thai
from
their place
in Thailand
next
is very late
customers
and effect
faced to this
the
problem
time to other countries such as
Indonesia.
people are not
fluent in English. Therefore,
exhibition and convention prefer to
exhibition
Some
abroad.
for the
which
in Singapore
or
hold their
Hong Kong
which
sometimes
international
meetings or conventions or
their people can speak and write
better.
Q: In
your
opinion,
what are
the QSNCC's
disadvantages?
A: Advantages
1. The
success
that can
2. Elegance
in
4. Full
of
is
the credit
for the QSNCC
to the large meeting.
accommodate
and prestige
3. In plenary hall, it
loaded
the World Bank meeting
holding
more
than
suits
any
for
exhibition
because
of
other convention centers
high technology
equipment.
59
floor
loading which
in hotels.
can
be
Disadvantages
1. Size
and
facilities
are
limited to the World Bank
committee which
has to be
changed.
2. The
main purpose of
height is
building C and D is to hold an exhibition but ceiling's

Actually, for exhibition,
not enough.
less than 5 meters, but in both buildings

3. Breakout
rooms are
too few
which
is
are
the ceiling's height should not
only 2.5
not suitable
for
meters.
small to medium size of
the meeting.
4. If the meeting
other
is less
hotels. Other
beverage
than
2,000 people, the QSNCC has to
convention centers
In addition,
meetings.
and
size
holding the meeting in the
include
case of
QSNCC has
no enough
QSNCC has
to pay
5. The QSNCC
suitable
for
suits
big
who come and
from hotels
Q: What do
A:
Building
and
serve
beverage to
only because
sleeping
beverage, include
is the
shown
10%
food
a
and
hotel
beverage, therefore,
and charge
of
the
cost which are
the
the customers.
It is
very high
not
when
in hotels.
rooms.
Therefore,
attendees
from
other countries
transportation
QSNCC.
you think about the
Furthermore, it is
hand,
Customers have to pay
join the meeting in Thailand have to pay for
to the
the QSNCC
rental, food and
kitchen to
compared to convention centers
no
expensive.
pay for food
other
exhibition or exhibition and convention.
convention
6. The QSNCC has
On the
to those
the attendees are more than 1,000 people. The
for food
for
customers
room space.
QSNCC is very
all expenditures which are room
in
can accommodate
holding the meeting in hotel,
which sometimes
service charge
in hotels
compete with
QSNCC?
reputation of
Thailand that
that our country can
60
we
have
convention center.
hold the World Bank
meeting.
However,
meeting
world
the QSNCC
size around
is 5
same place
depends
on
10%
is
too
5,000
big. The capacity
people
per year only.
every year, it
in
QSNCC
which considered
Especially,
will rotate
of the
the
accommodates
from the meeting
large meeting
the policy of each organization.
around
will not occur at
to different countries in each
to the
year which
the
the
APPENDIX B
CAPACITY AND THE FLOOR PLANS OF THE QUEEN SHUKIT NATIONAL
CONVENTION CENTER
62
63
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APPENDIX C
CAPACITY AND FLOOR PLANS OF THE CENTRAL PLAZA HOTEL
69
VIBHAVADEE RANGSIT Rd.
WE CENTRAL PLAZA BANGKOK
BANGKOK CONVENTION CENTRE
CARPARK 4QOO CARS
CENTRAL DEPARTMENT STORE
IHE_C.tt.IRAl
KAZf
BANGKOK
b.
5"
,
A'
_.
, I
ONTK J
BANGKOK CONVENTION
AuaionuM
DEL
EtCMAIOe
MGtNCT A IXMMII At! A
CSC MATCH)
QD
f 060 ceniie * SHOTS
-cabpakkt,
*El
MEZZANINE
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SHOPPING
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2
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EtEWMOt
ENHANCE
LE DANANG
BASEMENT
JXL
70
LOWER IOMY
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75
APPENDIX D
CAPACITY AND FLOOR PLANS OF THE SHANGRI-LA HOTEL
76
O
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77
as
78
79
80
BIBLIOGRAPHY
Finkel, Coleman. (1980).
development
jn,,moi
The total
immersion meeting
September,
Hildreth, Richard A. (1990).
The
environment.
Traning
and
32-39.
pp.
essentials of meeting management.
New Jersey:
National.
Hoyle, Leonard H., Dorf, David C.

conventions and
Nadler, Leonard
and
Jones Thomas J.A. (1989). Managing
group business. Michigan
Nadler, Zeace. (1987). The
and
conferences and
California
meetings.
AH&MA.
comprehensive guide to successful
Jossey-Bass.
Professional Convention Management Association. (1988). The

manager.
Alabama
professional
meeting
Birmingham.
Quinn, Judy. (1987). A buyer's
market... for now.
Meetings&Conventions.
pp.
61-69,
December, 1987.
Renaghan, Leo M.
and
Kay, Michael Z. (1987). What meeting planners
conjoint-analysis approach.
quarterly, pp.
Tourism
Convention
Authority
cornel!
hotel
The
and restaurant administration
67-76, May 1987.
Shaw, Magaret. (1990).

shows.
The
want:
Increase
your property's
sales, pp.
of Thailand.
group business
with exhibits and
trade
81-85.
(1991)
Annual
statistics of
international
conventions
in Thailand 1990.
Voso, Michele. (1990). The

guide to
making
convention and
your event a success.
Waldrop, Heidi. (1986). Conference

meetings, pp.
meeting
planner's
Massachusettes
centers are made
93-165, November, 1986.
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handbook
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New York
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82
to
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meeting
planning.

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Rochester Institute of Technology

RIT Scholar Works

A Case study: The Queen Sirikit national

Follow this and additional works at: http://scholarworks.rit.edu/theses

for the degree

Specific Recommendations: (Use other side if necessary.)

Thesis Committee: (1)

Edward Stockham, Ph.D.

Mr. Edward Steffens

Number of Credits Approved: _----.;;3

Committee Chairperson's Signature

Mr. Edward Steffens

Department Chairperson's Signature

CHAPTER I. INTRODUCTION AND STATEMENT OF THE STUDY

CHAPTER II. REVIEW OF LITERATURE

Hotel Versus Convention Center

CHAPTER III. METHODOLOGY

Designing the Questions

CHAPTER IV. TABULATION AND ANALYSIS

Convention Center Equipment

Central Plaza Hotel

Queen Sirikit National Convention Center

CHAPTER V. CONCLUSION AND RECOMMENDATIONS

APPENDIX A. DETAILS OF INTERVIEWING

APPENDIX B. CAPACITY AND FLOOR PLANS OF THE QUEEN SIRIKIT

APPENDIX C. CAPACITY AND FLOOR PLANS OF THE CENTRAL PLAZA

APPENDIX D. CAPACITY AND FLOOR PLANS OF THE SHANGRI-LA

the meetings and conventions were held

that offered the same range of services as the

meetings and convention

Mutual Fund meeting in

to encourage the growth of the

the Bangkok Convention Center owned and

August 12, 1992.

located in the Central Plaza Hotel

located in the Shangri

limited to the World Bank

Ceiling height in building C

4. Too few breakout

D is too low to hold

less than 1,000

sessions are available.

service managers are not provided.

After considering the

the Queen of Thailand, is a

from the World Bank

holding the World Bank and the International

October, 1991. The purpose

hotels. The Thai

"The Queen Sirikit National Convention

construct a convention center named

luxury hotels in Bangkok because Thailand had no independent convention centers

to come and use the QSNCC.

various ways to encourage potential

International Conventions Held in Thailand 1988-1990

2. Per-Person Square Footage Calculations

Three Convention Centers

Capacity of the Queen

Sirikit National Convention Center, the Central

the Shangri-La Hotel

industry in Thailand is growing rapidly.

to the statistics on conferences held in

the meetings and convention

into 42,427 Thai